Product Marketing Manager - Business & Government
Product Marketing Manager – Business & Government
Remote - United States
About the Role
The Business & Government (BizGov) segment represents a critical and differentiated growth market for Blackboard — federal agencies, state and local governments, and corporate workforce and training organizations that rely on enterprise learning platforms. This is a specialized market with distinct buyers, procurement dynamics, and compliance requirements.
The Product Marketing Manager, Business & Government owns the go-to-market strategy for Blackboard’s products in the federal, state and local government, and corporate/workforce learning markets. You are the internal expert on these buyers, their missions, their procurement constraints, their compliance environments, and the specific ways Blackboard’s suite of solutions delivers value to their learners.
Sitting within the GTM Marketing org and reporting to the VP, GTM Marketing, you will build and maintain theBizGovGTM strategies, positioning, messaging, competitive intelligence, and sales enablement assets that allow Blackboard’s sales teams to compete and win in these specialized segments. This is an individual contributor role with high visibility and direct influence on one of Blackboard’s most differentiated market opportunities.
The right person for this role is intellectually curious about government and workforce learning markets, relentless about understanding the buyer and the regulations that govern them, and capable of translating technical product capabilities into plain-language value stories that resonate with a procurement officer, a training director, or a Chief Human Capital Officer alike.
What You'll Own
Segment Positioning & Messaging
- Drive the GTM strategy across the company forBizGovto hit pipeline and bookings targets at a quarterly and annual level.
- Own positioning and messaging for theBizGovsegment, including distinct value propositions for federal agency buyers, state and local government buyers, and corporate/workforce learning buyers
- Develop persona-specific messaging for key buyer types across the segment: procurement officials, learning and development directors, IT security officers, agency training leads, and workforce development program managers
- Maintain and update positioning documentation to reflect product changes, competitive shifts, and evolving buyer priorities
- Partner with the VP, GTM Marketing to ensureBizGovpositioning integrates coherently into Blackboard’s multi-product messaging architecture
Go-To-Market Planning
- Lead go-to-market strategy discussions and planning for campaigns within yourownedsegment, coordinating with Product Management, Revenue Marketing, and Sales/CSMs to ensure high levels of conversion across all channels
- Coordinate with Product Management to understand roadmap investments and translate them into market-facing stories before launch, not after
- Partner with Revenue Marketing and Customer Marketing to ensure campaigns are built to aligned strategies with accurate, current positioning
Competitive Intelligence & Market Research
- Own competitive intelligence for theBizGovsegment: monitor competitors, track changes in positioning, pricing, and product capabilities, and maintain battle cards that give sales a credible, current edge in competitive deals
- Conduct buyer research through win/loss interviews, customer conversations, and secondary research to keep your understanding of the segment current and grounded in real buying dynamics
- Track federal and state procurement trends, compliance requirements (e.g., FedRAMP, Section 508, FISMA), and government IT modernization initiatives that create opportunities or risks for Blackboard
- Partner with the Market Intelligence team to synthesize intent signals, technographic data, and account-level research into sharper segment targeting for Revenue Marketing and Customer Marketing
Sales Enablement
- Build and maintain the sales enableme